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Strong content makes the difference between a click and a customer. Content creation is no longer just about ‘publishing for the sake of publishing’. It is about strategically developing relevant, distinctive and measurable content that fits the customer journey.
In this blog you will read what content creation anno 2025 means, what forms are effective and how to get structural results with the right approach.
What is content creation?
Content creation is the conception, development and distribution of valuable information that responds to the interests and issues of your target audience. This can take the form of text, images, audio or video.
Nowadays, data and personalization dominate. Companies are not just creating content, but building data-driven strategies in which content is tailored to search behavior, conversion goals and the stage of the customer journey.
A good content strategy consists of four pillars:
- Optimization: measuring, learning and adjusting with data.
- Relevance: what does your target audience really want to know?
- Consistency: fixed publication times provide recognition.
- Quality: content over quantity.
SEO content: blogs and landing pages
SEO is still the foundation of online findability, but over the years the rules of the game have changed a bit. Indeed, Google’s algorithms (particularly Search Generative Experience) value content that is experiential, expert and trustworthy (E-E-A-T) more than ever before. No superficial texts, but content that really adds value.
What works in 2025:
- Blog articles with current data, unique perspectives and well-researched opinions.
- Long-form content that answers multiple search intentions.
- Smart internal link structures and visual elements such as infographics or interactive blocks.
- Integration with AI tools (such as ChatGPT or Jasper) for concept development, but always with human editors for tone of voice and brand consistency.
Leadmagnet
For many organizations, it’s all about leads. Rightly so, what leads are potential customers and every business is looking for potential customers. Leads, however, do not come easily. Certain content creation causes leads to come in. Consider a white paper, e-book, checklist or fact sheet.
Leads leave their data in exchange for, say, a white paper with useful information. After getting this data, you can call the leads to ask if they are interested in your products or services.
A white paper is often more than 3,000 words and therefore takes an enormous amount of time. Time we often don’t have because we are too busy with our own work. Therefore, it is wise to have a lead magnet written by a professional. 2manydots employs its own copywriter and is happy to help you with this form of content creation.
Email newsletter
A newsletter is an ideal tool to keep your clients/customer base informed of everything going on within your organization. Introduce your clients to a new employee, highlight a new product or talk about that big change within your organization.
Because your clients receive a weekly or monthly newsletter, you stay top of mind with this group and they are more likely to think of you when they purchase new products or services. With a newsletter, you maintain customer relationships. It helps to strengthen the bond between company and clients.
Email marketing remains one of the highest ROI channels. Successful newsletters today are:
- short and visually strong,
- Matched to behavior (e.g., click or purchase history),
- written with a personal tone of voice.
Does a newsletter take too much time? Outsource content creation to 2manydots? We would be happy to create a custom newsletter for your organization.
Video, photography and short-form content
Visual content is growing faster than ever. Platforms like TikTok, Instagram Reels and YouTube Shorts are defining how brands show up. Short, authentic videos generate more engagement than traditional campaigns.
Importantly, videos should be personal and believable. Companies that let employees or customers speak instead of using scripts see higher click-through rates and better conversions.
In addition, professional photography remains important for brand consistency. Stock photos quickly feel generic. Proprietary photography, on the other hand, provides identity and confidence. 2manydots works closely with a professional photographer. We are happy to put you in touch with this photographer.
AI and content production
Artificial Intelligence is now an integral part of content creation. Tools like ChatGPT, Grammarly, Jasper and Midjourney help with:
- brainstorms and content ideas,
- generating texts or visuals,
- tone of voice control,
- optimization for SEO.
But AI is a tool. Not a replacement. The brands that stand out are precisely those with human nuance, brand sense and storytelling.
Outsource content creation to an agency?
Do you want to activate your target audience? Does your content need to be right on all sides? Do you think an interactive infographic and display advertising are not enough content marketing for your website? Outsource your content creation to 2manydots. We take care of all the above mentioned forms of content creation. Curious about the costs? Download our product sheet!
Professional content creation for your brand? Get in touch
Content is king! That it’s important for your website we don’t have to tell you. Neither is the fact that it is time-consuming. So, put 2manydots as your new content creation agency? Contact us today. We are happy to help you.
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